Norway Targets Facebook Users Over Posts Promoting Offshore Gambling Operators

Norway’s gambling regulator has begun contacting private Facebook users it believes may be promoting unlicensed gambling operators, marking a notable shift in its enforcement strategy by focusing on individuals rather than the offshore companies behind the advertisements.

The Norwegian Gambling Authority (Lotteritilsynet) has issued more than 10 informational letters to individuals who allegedly shared promotional content for unlicensed gambling operators within Facebook groups. The action comes as Norway enters its summer holiday season, while betting activity linked to the ongoing World Cup has reached record levels at state-owned operator Norsk Tipping. At the same time, offshore gambling companies have remained active in the Norwegian market, with their marketing efforts becoming increasingly visible throughout the tournament.

According to the regulator’s public register of official correspondence, the recipients were identified after allegedly posting material considered to promote unlicensed gambling services in Facebook groups. The initiative reflects a broader trend in which offshore gambling operators increasingly use social media platforms to reach potential customers.

Similar concerns have emerged elsewhere, including research conducted by Entain that recently uncovered an illegal gambling network operating across social media channels in the United Kingdom.

What distinguishes the Norwegian regulator’s latest action is that it has not concluded that the Facebook posts in question actually violate the law. Instead, Lotteritilsynet has informed recipients that it believes a breach of the Gambling Act is likely, without first carrying out a formal legal determination. This represents a broader and more preventive approach compared to its traditional enforcement practices.

Norwegian gambling legislation prohibits the advertising of gambling services that are not licensed within the country. The restrictions also apply to third parties who promote such operators, not only to the gambling companies themselves. As a result, the regulator maintains that individuals who share affiliate-style links or promotional content for offshore gambling operators in Facebook groups may fall within the scope of the law, even if they are not directly involved in operating a gambling business.

The letters explain the regulator’s position while emphasizing that no formal investigation has been completed. They state:

“The Norwegian Gambling Authority would like to emphasize that we have not carried out a supervisory investigation of the recipient of this letter. However, based on the content and documentation we have received, we believe it is likely that activities contrary to the Gambling Act are taking place. Beyond basic inquiries in connection with the tips we have received, we have not conducted a specific legal assessment as to whether a breach of the legislation has occurred.

We are sending you this letter to ensure that you are aware of the applicable regulations and, where appropriate, can adjust your conduct accordingly.”

Unlike the authority’s standard enforcement notices, these communications do not contain formal orders requiring recipients to cease their activities, nor do they threaten coercive fines or other penalties. Instead, they function as informational notices, making recipients aware that the regulator is monitoring their activities while encouraging voluntary compliance with Norwegian gambling laws.

The letters have also attracted attention because they reportedly do not include evidence supporting the regulator’s concerns. Recipients have not been provided with screenshots, links, or references identifying the specific Facebook posts believed to constitute unlawful promotion.

Lotteritilsynet has requested that recipients acknowledge receipt of the letters. However, several individuals have reportedly responded by asking the regulator to identify the exact content that allegedly violates the Gambling Act, requiring the authority to clarify the basis for notices that were issued without accompanying documentation.

Norway continues to operate one of Europe’s few remaining state gambling monopoly systems. Under this framework, Norsk Tipping and horse-racing operator Norsk Rikstoto hold the exclusive rights to offer gambling services to Norwegian residents. Lotteritilsynet is responsible for enforcing these exclusive rights and preventing operators licensed in other jurisdictions from accessing the Norwegian market.

In recent years, the regulator has expanded its enforcement toolkit in response to growing offshore competition. Among its measures is the use of DNS blocking, which has been employed to restrict access to hundreds of gambling websites operating without Norwegian authorization.

The World Cup has generated record betting activity for Norsk Tipping, highlighting the significant demand being handled within Norway’s monopoly system even as offshore operators continue competing for Norwegian customers. Despite these enforcement efforts, pressure from the unlicensed market remains substantial. Globally, wagers placed through unregulated online gambling markets were estimated to reach $5.9 trillion during 2025, with Norwegian consumers continuing to represent an attractive target for operators based outside the country’s regulated system.

Norway’s latest initiative also forms part of a wider trend across Europe, where authorities are intensifying efforts against illegal gambling. Turkey, for example, has recently accelerated its own enforcement campaign through new regulatory reforms targeting unlicensed gambling activities.

The regulator’s latest letters have also raised broader legal questions about the extent of its authority over private social media users who merely share gambling-related content rather than operate gambling businesses themselves. As the World Cup continues and offshore gambling promotions remain active, Lotteritilsynet’s decision to contact individuals directly—without identifying the specific posts that prompted its concerns—may ultimately test how effective its informational enforcement strategy proves if recipients decide to challenge the regulator’s approach.

By fLEXI tEAM